Dr Nima Heirati is a Senior Lecturer (Associate Professor) in Marketing at Surrey Business School, University of Surrey. Previously, he held an academic appointment at Queen Mary University of London and Newcastle University Business School. He has a BSc in Mechanical Engineering and an MBA in Business Administration. He obtained his PhD in Strategic Marketing from the University of Tasmania. Before joining academia, Dr Heirati held senior positions as the marketing manager and business development manager at several Middle-Eastern manufacturing firms.
His research relates predominantly to the field of Innovation Strategy, Service Marketing, and Business Relationships with the special focus on the challenges involved in business relationships (B2B), service infusion strategies (B2B), and the dark side of customer participation (B2C). His work has been published in the Journal of Service Research, Industrial Marketing Management, Asia Pacific Journal of Management, Journal of Business and Industrial Marketing, and Journal of Retailing and Consumer Services. He is on the Editorial Board of Industrial Marketing Management, Service Business, and Australasian Marketing Journal. Nima has taught and teaches courses in Marketing Strategy, Services Marketing, Digital Marketing, and International Marketing on Bachelor and Master levels and Research Method on the PhD Level.
Areas of specialism
- Service innovation
- Service infusion (or Servitization)
- Solution provision in professional service firms (PSFs)
Collaborative Innovation Management
- Business relationships (i.e., collaborative new product development)
- Organisational ambidexterity
- Managerial ties (particularly in emerging economies)
Service Marketing and Consumer Research
- Customer participation (co-development, co-production, co-recovery)
- Customer service experience
- UG: Marketing Strategy, Marketing in the Digital Environment
- PG: Services and Relationship Marketing
- PhD Workshop: Analysis of Complex Models - Application of Structural Equation Modelling
Dr Nima Heirati and his colleagues are always looking for outstanding prospective PhD students who would like to write their dissertation in the areas of Product/Service Innovation, Business Relationships and Networks, Service Marketing, and Customer Experience. For an informal discussion, please send your resume and a research proposal (2000 words excluding references) that outlines the research idea & rationale, research objectives, theoretical contributions, methods, and possible data sources) to firstname.lastname@example.org.
Current Doctoral Students
- Yumeng Zhang (Queen Mary University of London, England, 2017 – Ongoing). Topic: Dark side effect contagion in business relationships.
PhD Supervision Completions
- Dr Julija Dzenkovska (Newcastle University, England, 2014 – 2019). Topic: Customer experience quality.
- Dr Mohammad Ali Bahreini (Tehran University, Iran, 2016 – 2018). Topic: Business relationships between technology-intensive new ventures and incumbents.
- Dr Vida Siahtiri (University of Tasmania, Australia, 2012-2014). Topic: Service solution provision in PSFs.
relationship between ambidexterity and new product
performance, Journal of Business and Industrial Marketing Emerald
Methodology: A questionnaire was used as the primary means of data collection. Data from 160 large B2B firms across a variety of industries in Iran were analyzed using partial least squares regression to test the hypothesized paths.
Findings: The results show that (a) market-oriented firms are better at deploying marketing mix, brand management, and customer relationship management capabilities, and these capabilities help to drive new product performance and (b) the complementarity between these marketing capabilities enhances the firm?s capacity to achieve new product success more than deploying each capability in isolation.
Contributions: In contrast to many existing studies, this study is the first to examine the role of marketing mix, brand management, and customer relationship management capabilities and their complementarity as intervening mechanisms in the relationship between MO and new product performance. Further, this study extends the marketing literature by investigating the role of different forms of marketing capabilities in a complementary fashion in the context of a Middle-Eastern economy.
business service (KIBS) firms is delivering effective solutions for business customers. As
solution providers, KIBS firms need to invest competencies that supports their capacity to solve
customers? problems. We examine how KIBS firms address this challenge by investigating
how solution-provision competence (SPC), as a firm-level competence, contributes to the
delivery of effective solutions, and how and when KIBS firms leverage SPC to transform
knowledge gained from various search paths into effective solutions for customers. The results
show that distal search enriches knowledge diversity, which helps foster solution-provision
competence but only up to a point, after which the relationship turns negative, with distal search
showing a diminishing effect on solution-provision competence. In addressing the diminishing
returns of distal search to solution-provision competence, we show that higher levels of
proximal search and strategic flexibility reverse the diminishing effect of high levels of distal
search on solution-provision competence; however, employee collaboration did not help
counter the diminishing returns (e.g., marginal benefits). Finally, we demonstrate that solutionprovision
competence helps KIBS firms offer effective solutions tailored to business customers?
Heirati N, Henneberg S, Leischnig A. (2019) Financial performance of service infusion: Equifinal constellations of organisational design, product characteristics, and service infusion approaches, In: Spring Servitization Conference, Linköping (Sweden).
Y Zhang, Henneberg S, Heirati N, Leischnig A. (2019) Dark side effect contagion, In: EMAC 48th Annual Conference, Hamburg (Germany).
Dzenkovska, J, Lemke, F, Schoefer, K, Heirati, N. (2017) Customer Experience Quality: Boundaries, Measurement and Management. In: Frontiers in Service, New York (US).
Dzenkovska, J, Lemke, F, Schoefer, K, Heirati, N. (2017) Customer Experience Quality: Quo Vadis?. In: International Colloquium on Relationship Marketing (ICRM), Munich (Germany).
Schoefer, K, Wappling, A, Heirati, N. (2016) The Effect of Cultural Differences on Behavioural Responses to Dissatisfactory Service Experiences. In: The Royal Bank International Research Conference, Wuxi (China).
Dzenkovska J, Lemke F, Schoefer K, Heirati N. (2016) Customer Experience Quality: A Preliminary Inquiry Using the Repertory Grid Technique. In: International Colloquium in Relationship Marketing, Toulouse (France).
Dzenkovska J, Heirati N, Schoefer K, Lemke F. (2016) Shaping Customer Experience through the Service, Communication, and Usage Encounters. In: Academy of Marketing Annual Conference, Newcastle upon Tyne (UK).
Heirati N, O’Cass A, Siahtiri V. (2015) Managing distal searches diminishing returns to service solution provision competence. In: Australian & New Zealand Marketing Academy Conference (ANZMAC), Australia.
Heirati N., O’Cass A, Siahtiri, V. (2015) Investigating the effects of service supply chain collaboration in professional services, In: Australian & New Zealand Academy of Management Conference (ANZAM), Australia.
Heirati N, O'Cass A, Siahtiri V, Lee T. (2014) Examining the contingent effect of market orientation and knowledge specificity on co-design and co-production of B2B professional service firms. In: Australian & New Zealand Marketing Academy Conference (ANZMAC), Brisbane (Australia).
O'Cass A, Heirati N, Schoefer K. (2014) When do customer participation and supplier collaboration help B2B service firms offer superior performance value and relational value. In: Global Marketing Conference (GMC), Singapore.
O'Cass A, Heirati N. (2014) Do market knowledge development and external network ties matter for new product market success via exploratory and exploitative marketing capabilities?. In: Global Marketing Conference (GMC), Singapore.
Siahtiri V, O'Cass A, Heirati N. (2014) Do the interactive effects of innovation in service experience, high levels of knowledge and engagement of customers lead to profitability in professional service firms?. In: Global Innovation and Knowledge Academy (GIKA) Conference, Valencia (Spain).
Heirati N, O’Cass A. (2013) Managing the balance and combination between exploratory and exploitative innovation capabilities in achieving new product success, In: British Academy of Management (BAM) Conference 2013, Liverpool (UK).
Heirati N, O’Cass A. (2013) New product success via exploration and exploitation across multiple levels and functional areas, In: European Marketing Academy Conference (EMAC), 2013, Turkey.